Jen Evans

Some interesting takeaways from Meta's lastest earnings call: Price per ad rose 14% while impressions rose only 10%, so auctions are getting more competitive faster than inventory is growing. - While Meta is suggesting this is a good thing, I actually believe this is part of the problem. Meta has become SO good at hitting middle and bottom of funnel (in-market segments). This is a BIG reason why you see these sudden CPA spikes. Meta just runs out of steam. So what do you do? Honestly it's running more reach and frequency campaigns. Every brand in which I have them on has stable performance. 5-10% max ft your top creatives ran in custom placements (no audience network etc) and using a custom audience. It works. But don't think you'll see it impact you for at least 4-6 weeks. It takes. time. TRUST it and just let it run. Test longer, descriptive copy. - Meta gave a reference to a syrup brand that massively improved performance because their ad copy was rich, descriptive. In theory, it makes sense right? The LLMs LOVE when you're descriptive and Meta is no different. I'd 100% be testing longer form ad copy if you haven't already. Almost all the brands I manage have 4-5 paragraph versions of ad copy as a dynamic copy paired with a short version. These same to hold stable performance. CREATORS!!! Partnership Ads grew 97% year over year to a $15B+ annual run rate. - If you haven't invested in partnership ads yet, and you're going into BFCM without a plan for them, start NOW. Every brand I work with that saw massive growth this year is heavily invested in creators. If you're not doing it, you are paying higher prices. Lastly, this one is one I see Meta talking about a TON but very few mention here. They even talked aobut it last night again via Muse. Product feed and catalog quality become a competitive advantage. With agentic shopping slowly increasing advertisers absolutely need to make their product feeds better. This means video, more imagery, more enriched copy etc. For years we just slapped Flexify up or just used the basic catalog from Shopify. The brands enriching the data I have to imagine will slowly become better as agentic stuff takes off. Ok, that's my two cents. Back to waiting for my sports card in the mail.

My Black Friday strategy on Meta is just leave on the ads you’ve had on all year. Then a second campaign on lifetime budgets with the sale ads. On Applovin, take your top performing creatives, add a discount badge and update the end cards with offer plus update URL. Leave on everything else. On Pinterest launch pre-seeding campaigns now. Prime gifters in your specific niches. The goal is to try and break even. Then run retargeting heavy all BFCM. There saved you another webinar.